Bier Markt names Open AOR

The agency is planning radio and OOH for the first campaign for the Toronto restaurant/club.
Open agency

Bier Markt has hired Toronto-based Open and as its creative agency of record. The Toronto-based restaurant chain previously handled most of its marketing in-house, working periodically with agencies on specific projects. The request-for-proposal bidding process lasted about a month but Bier Markt would not say how many agencies participated.

“We’re beer guys,” says Open co-founder Christian Mathieu. “We love beer and we love the brand. When the opportunity presented itself we thought it was fantastic.” He says Open will study Bier Markt’s overall communication strategy, including in-restaurant, design and advertising to “develop a new generation of creative for the brand across all touchpoints.”

Bier Markt operates three locations across Toronto, with a fourth set to open soon. Mathieu says the restaurants specialize in creating “an experience” around the over 100 different global brews available at each site, using unique food pairings and live entertainment.

Open did not do any spec work for the bidding process. No television spots are planned for the first campaign, which will launch in the new year, but Mathieu says to expect a combination of radio and targeted OOH.

Open was founded by by Martin Beauvais and Christian Mathieu in October 2010.  It currently employs eight people, with plans to hire additional staff in the near future. A specific team will head the Bier Markt account but due to the agency’s small size all employees generally pitch ideas on all work. Other clients the agency works with include Vancouver’s Lucky Penny Wine and Canadian fashion company Smythe. Bier Markt represents Open’s first foray into the restaurant and food service category.

Wills & Co. continues as Bier Markt’s media firm while Cowan & Company will continue as its PR firm.
Pictured: (from left) Martin Beauvais and Christian Mathieu